Throughout 2008, I've been watching and interpreting biotech marketing stats to give you tips for staying one step ahead during the coming year. With 2009 fast approaching, let's look at a summary of the hottest trends, from changes in populations that impact target audiences to alterations in traditional versus online online marketing. Here's the info you need on critical marketing trends and how to leverage them increase sales and business growth in 2009...

CONSUMER TRENDS

2. Word-Of-MouthWant to build buzz? Lucid Marketing's study, "U.S. Adults: Word of Mouth Communications," identified 3 verbally active groups that are likely to share positive product or business experiences with their peers. First, professional women are more likely than their male counterparts to recommend a product of company. Second, full-time scientists engage in considerably more discussion about professional needs than those who work part-time. Third, researchers earnings of more than $100,000 were more likely to make recommendations than those earning less. Can you focus your biotech marketing to win over these three "chatty" groups?

TRENDS IN TRADITIONAL MEDIA

4. Simultaneous Media UsageThere's no longer such a thing as a captive media audience, since consumers are frequently following more than one form of media at any given moment. For instance, 73% of emploees surf online while on the phone, according to Jiives “Multiple Media Analysis.” It also found that nearly 38% listen to the radio while they do online work, and 58% bounce between reading print and digital sources when trying to access research data. This trend in multitasking on the job requires an integrated media approach, with increased emphasis on using multiple media channels to reach your target audience.

HOT ONLINE TRENDS

6. Online ResearchWhether you sell exclusively online or primarily through your catalogue and phone lines, online search will have a profound impact on your sales in 2008. When researchers were asked how often they researched products online before buying them, 88% of nearly 8,250 respondents to a LabMethods “Buying Actions Survey” said they did so occasionally to regularly. Whether you sell online, off-line or both, you need a great website with meaningful, persuasive content that keeps your prospects and customers shopping on your site and purchasing products through your online check-out.